AJP Unveils Major Factory Expansion in Morocco

May 20^th, 2026 marked a transformative moment for the Moroccan agro-industrial landscape as Agro Juice Processing (AJP) officially inaugurated the extensive expansion of its production complex in Boufekrane. The ceremony was led by the Minister of Industry and Trade, Ryad Mezzour, alongside the Governor of Meknès, Abdelghani Sabbar, and the President of the Fès-Meknès Region, Abdelouahed El Ansari. This development represents the culmination of a robust six-year investment program totaling 175 million dirhams, signaling a decisive shift in the company’s strategic trajectory from a specialized beverage provider to a diversified food powerhouse.

Minister Ryad Mezzour emphasized during the event that this project perfectly embodies the Kingdom’s industrial momentum, specifically within the framework of the national “Project Bank.” By focusing on local value creation and the substitution of imports with “Made in Morocco” alternatives, AJP is contributing significantly to national food sovereignty. The facility’s modernization has been fueled by a mix of internal vision and external financial support, notably following the capital reinforcement from the PMEF III investment fund in 2022, which accelerated the deployment of these new industrial lines.

“Our ambition is to provide Moroccan consumers with accessible, locally manufactured products of international standards while reinforcing the regional economic fabric,” stated Brahim Belkora, CEO of AJP.

While the Valencia brand continues to dominate the juice market, the Boufekrane site now houses specialized units for an array of new categories. Most notably, AJP has emerged as a leader in the carton-packaged tomato sauce segment, utilizing exclusively Moroccan-grown tomatoes through direct partnerships with national farmers. This diversification extends to the dairy-alternative market with the launch of Elty plant-based milks and the professional culinary sector via the Olla brand, which offers locally produced cooking and whipping creams designed to compete directly with high-cost imported goods.

The industrial facility also stands as a beacon of international collaboration. In a landmark move, AJP has finalized a partnership with the Spanish dairy giant Pascual to relocate the production of the Bifrutas brand to Meknès. This marks Pascual’s first manufacturing footprint in North Africa, positioning Morocco as a sophisticated industrial hub capable of meeting European quality standards. This global outlook is further bolstered by licensing agreements with major entities such as Warner Bros and LaLiga, which aim to enhance the commercial appeal of the group’s consumer products across its thirty export destinations in Africa, Europe, and Asia.

Environmental and social responsibilities remain at the core of this expansion. The group has invested over 10 million dirhams in a 1.3 MW solar power station that now covers thirty percent of the plant’s energy requirements, significantly lowering the site’s carbon footprint. On the social front, the multi-year investment plan has successfully integrated 300 new direct roles into the regional economy, bringing AJP’s total workforce to over 800 employees. This strengthening of the local industrial tool is set to propel the Fès-Meknès region into a new era of export-led growth, particularly targeting emerging markets in West Africa.

Sources : Le Nouvelliste, Medi1 News, La Vérité, L’Économiste